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@billswallow #LavaCon 
Content Strategy vs. The Undead 
Bill Swallow 
Scriptorium Publishing
Content strategy vs. 
Flickr: micadew 
@billswallow
Bill Swallow 
@billswallow 
Technical Consultant Scriptorium Publishing 
www.scriptorium.com My interests: 
Content strat...
Why the undead? 
Flickr: Ray Dumas 
@billswallow
Why the undead? 
@billswallow 
Many reasons for implementing a content strategy 
Many facets 
Many impediments 
Not unlike...
Zombies 
Flickr: Elena Gatti 
@billswallow
Zombies 
@billswallow 
Mindless 
Clumsy, slow moving 
Uncommunicative 
Destructive 
Contagious
Zombies in our world 
Wikipedia 
@billswallow
Zombies in our world 
@billswallow 
Unbudging attitude Unrelenting will to preserve the status quo Continue to repeat the ...
They're not ALL bad 
Flickr: Terror on Tape 
@billswallow
They're not ALL bad 
@billswallow 
Sometimes they're just misunderstood 
They may have good intentions 
They may have reas...
Tips for survival 
Flickr: Kenny Louie 
@billswallow
Tips for survival 
@billswallow 
DON'T shoot them in the head Feed their needs while keeping the bigger picture in mind Fi...
Vampires 
Wikipedia 
@billswallow
Vampires 
@billswallow 
Blood-suckers 
Charismatic 
Fear daylight
Charismatic life-drainers 
Wikipedia 
@billswallow
Charismatic life-drainers 
@billswallow 
Two distinct varieties: Someone in your organization who has a different plan A V...
Your tools for success 
Flickr: Theodore Scott 
@billswallow
Your tools for success 
@billswallow 
Always be prepared (do your homework) 
Have a strategy rooted in your company's core...
Mummies 
Flickr: Rocco Lucia 
@billswallow
Mummies 
@billswallow 
Relentless Shambling but determined Guardians of the past Product of a curse or past desire
Dedicated and determined 
Wikipedia 
@billswallow
Dedicated and determined 
@billswallow 
Advocates of existing tools or workflows 
Vocal or silent 
Summoned by impending c...
Wikimedia: Lysippos 
Lift the mummy's curse 
@billswallow
Lift the mummy's curse 
@billswallow 
Combat them with fulfillment 
Acknowledge past successes 
Kill them with kindness
Frankenstein's creature 
Wikipedia 
@billswallow
Frankenstein's creature 
@billswallow 
Cobbled together from bits and pieces 
Has a mind of its own 
Misunderstood 
A prod...
Creator vs. creature 
Wikimedia: Deckard97 
@billswallow
Creator vs. creature 
@billswallow 
If not for Victor Frankenstein, the creature would not exist 
Misuse of knowledge and ...
“We belong dead” 
Wikipedia 
@billswallow
“We belong dead” 
@billswallow 
If you have creatures of your own to wrangle, include them in your strategy 
Try not to cr...
Ghosts 
Flickr: Nesster 
@billswallow
Ghosts 
@billswallow 
Spirits, spectres, apparitions... 
Things that haunt us 
Often unsettling 
Potentially hazardous
Mistakes and regrets 
Wikipedia 
@billswallow
Mistakes and regrets 
@billswallow 
We carry our ghosts with us 
Echos of the past 
“Would have/could have/should have” 
U...
Keep them in check 
Flickr: relux. 
@billswallow
Keep them in check 
@billswallow 
Don't give in to regret 
Don't beat yourself up 
Be confident in the direction you've ch...
Your own Mystery, Inc. 
Flickr: Pat Loika 
@billswallow
Be your own Mystery, Inc. 
@billswallow 
Defeat your undead through investigation and preparation 
Don't only focus on tec...
Questions? 
Flickr: BuzzFarmers 
@billswallow
Contact Information Bill Swallow @billswallow 
Scriptorium Publishing www.scriptorium.com info@scriptorium.com 
@billswallow
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Content strategy vs. The Undead

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Implementing a content strategy often involves overcoming significant technological and cultural challenges, but some of these challenges are so scary, so heinous, that they earn a place among the undead because they Just. Won’t. Die! In this session, Bill Swallow will take a look at these nightmare-inducing monsters—from unrelenting copy-and-paste zombies to life-draining, change-avoiding vampires—and show you what can be done to keep your content strategy implementation from turning into a fright fest.

Published in: Business
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Content strategy vs. The Undead

  1. 1. @billswallow #LavaCon Content Strategy vs. The Undead Bill Swallow Scriptorium Publishing
  2. 2. Content strategy vs. Flickr: micadew @billswallow
  3. 3. Bill Swallow @billswallow Technical Consultant Scriptorium Publishing www.scriptorium.com My interests: Content strategy Implementation Localization @billswallow
  4. 4. Why the undead? Flickr: Ray Dumas @billswallow
  5. 5. Why the undead? @billswallow Many reasons for implementing a content strategy Many facets Many impediments Not unlike battling the undead They JUST... WON'T... DIE!!!
  6. 6. Zombies Flickr: Elena Gatti @billswallow
  7. 7. Zombies @billswallow Mindless Clumsy, slow moving Uncommunicative Destructive Contagious
  8. 8. Zombies in our world Wikipedia @billswallow
  9. 9. Zombies in our world @billswallow Unbudging attitude Unrelenting will to preserve the status quo Continue to repeat the same actions Prefer mindless tedium Resistant to change
  10. 10. They're not ALL bad Flickr: Terror on Tape @billswallow
  11. 11. They're not ALL bad @billswallow Sometimes they're just misunderstood They may have good intentions They may have reasons for resisting change
  12. 12. Tips for survival Flickr: Kenny Louie @billswallow
  13. 13. Tips for survival @billswallow DON'T shoot them in the head Feed their needs while keeping the bigger picture in mind Find what drives them and harness that in your strategy
  14. 14. Vampires Wikipedia @billswallow
  15. 15. Vampires @billswallow Blood-suckers Charismatic Fear daylight
  16. 16. Charismatic life-drainers Wikipedia @billswallow
  17. 17. Charismatic life-drainers @billswallow Two distinct varieties: Someone in your organization who has a different plan A VERY persistent vendor Both fear being exposed of their shortcomings
  18. 18. Your tools for success Flickr: Theodore Scott @billswallow
  19. 19. Your tools for success @billswallow Always be prepared (do your homework) Have a strategy rooted in your company's core goals The “stake through the heart”: shift the focus back to the core intent/benefit of the strategy Shed light on the subject to drive them back
  20. 20. Mummies Flickr: Rocco Lucia @billswallow
  21. 21. Mummies @billswallow Relentless Shambling but determined Guardians of the past Product of a curse or past desire
  22. 22. Dedicated and determined Wikipedia @billswallow
  23. 23. Dedicated and determined @billswallow Advocates of existing tools or workflows Vocal or silent Summoned by impending change
  24. 24. Wikimedia: Lysippos Lift the mummy's curse @billswallow
  25. 25. Lift the mummy's curse @billswallow Combat them with fulfillment Acknowledge past successes Kill them with kindness
  26. 26. Frankenstein's creature Wikipedia @billswallow
  27. 27. Frankenstein's creature @billswallow Cobbled together from bits and pieces Has a mind of its own Misunderstood A product of science
  28. 28. Creator vs. creature Wikimedia: Deckard97 @billswallow
  29. 29. Creator vs. creature @billswallow If not for Victor Frankenstein, the creature would not exist Misuse of knowledge and technology You may not always be able to control what you create
  30. 30. “We belong dead” Wikipedia @billswallow
  31. 31. “We belong dead” @billswallow If you have creatures of your own to wrangle, include them in your strategy Try not to create more of them You're a content strategist, not a mad scientist
  32. 32. Ghosts Flickr: Nesster @billswallow
  33. 33. Ghosts @billswallow Spirits, spectres, apparitions... Things that haunt us Often unsettling Potentially hazardous
  34. 34. Mistakes and regrets Wikipedia @billswallow
  35. 35. Mistakes and regrets @billswallow We carry our ghosts with us Echos of the past “Would have/could have/should have” Unfinished past projects Past mistakes
  36. 36. Keep them in check Flickr: relux. @billswallow
  37. 37. Keep them in check @billswallow Don't give in to regret Don't beat yourself up Be confident in the direction you've chosen Adapt your strategy over time Don't be afraid of no ghost!
  38. 38. Your own Mystery, Inc. Flickr: Pat Loika @billswallow
  39. 39. Be your own Mystery, Inc. @billswallow Defeat your undead through investigation and preparation Don't only focus on technology and capability Personality, dispositions, and history matter Knowledge and understanding Unmask the undead for what they really are
  40. 40. Questions? Flickr: BuzzFarmers @billswallow
  41. 41. Contact Information Bill Swallow @billswallow Scriptorium Publishing www.scriptorium.com info@scriptorium.com @billswallow

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